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Marketing Management 2ND Edition

by

Marketing Management 2ND Edition Cover

ISBN13: 9780131405479
ISBN10: 0131405470
All Product Details

 

Synopses & Reviews

Publisher Comments:

This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management. For marketing professionals, product and brand managers.

Table of Contents

Part I:  Marketing Philosophy and Strategy

Chapter 1:  Marketing and the Job of the Marketing Manager

Chapter 2:  A Strategic Marketing Framework

 

Part II:  Analysis for Marketing Decisions

Chapter 3:  Marketing Research

Chapter 4:  Analyzing Consumer Behavior

Chapter 5:  Organizational Buying Behavior

Chapter 6:  Market Structure and Competitor Analysis

 

Part III:  Marketing Decision Making

Chapter 7:  Product Decisions

Chapter 8:  New Product Development

Chapter 9:  Pricing

Chapter 10:  Communications

Chapter 11:  Sales Promotion

Chapter 12:  Channels of Distribution

Chapter 13:  Direct Channels of Distribution: Personal Selling and Direct Marketing

Chapter 14:  Customer Relationship Management

Chapter 15:  Strategies for Service Markets

What Our Readers Are Saying

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Average customer rating based on 2 comments:

lihuamin, September 15, 2006 (view all comments by lihuamin)
for MBA students ,very good for china MBA students


professor;li huamin
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abed, July 22, 2006 (view all comments by abed)
good work
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View all 2 comments

Product Details

ISBN:
9780131405479
Publisher:
Prentice Hall
Subject:
Marketing - General
Author:
Winer, Russell S.
Author:
Winer, Russ
Subject:
Marketing
Subject:
Management
Copyright:
Edition Number:
2
Publication Date:
20060531
Binding:
Hardback
Grade Level:
College/higher education:
Language:
English
Pages:
544
Dimensions:
11.26 x 8.82 x 1 in 1343 gr

Related Subjects

Business » Management
Business » Marketing

Marketing Management 2ND Edition
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Product details 544 pages Prentice Hall - English 9780131405479 Reviews:
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